Forming an emotional connection between your brand and its consumers is vital to prolonged brand engagement and customer loyalty, key factors that eventually lead to those invaluable lifetime customers who organically and happily act as advocates for your brand.

Take a look at any John Lewis Christmas television adverts from the UK. From 2010’s ‘Always a Woman’ to last year’s ‘Monty the Penguin’, the main reason behind their phenomenal popularity is the relatable content that strikes a chord with the audience, making both the ads and the John Lewis brand memorable year after year.

Branded games have the power to form this emotional connection with their consumers on a whole new level for a fraction of the cost and here’s why…

Unlike most other forms of traditional marketing media, games have the ability to immerse the consumer in a world where they can interact with their favourite characters and become absorbed by a storyline, engaging players with the brand in a subtle and unobtrusive way.

More often than not, these characters and storylines can be customised by the player to create a personal experience, totally unique to the individual. Whether that’s being able to style their own character or design a custom vehicle, these opportunities allow a player to put their own stamp on the game which not only offers an overall more enjoyable experience but leads to brand interaction that lasts for hours rather than seconds.

In January 2014 we released LEGO Hero Factory: Invasion From Below for The LEGO Group to promote their latest range of Hero Factory products. Not even two years down the line and the game has been played more than 86 million times for an average of approximately seven minutes. That’s over 1,000 years of brand engagement in less than a year and a half!

A lot of the success of that campaign came down to the power of real people as influencers. Social media expert Erik Qualman discovered that 90% of consumers will trust peer-to-peer recommendations over adverts and prefer to hear from their friends and other consumers about a brand, rather than the brand itself.

Fractl carried out the Viral Emotions Study to discover the feelings people experienced when reacting to content that triggered them to share their experience with others:

1. Amusement 6. Pleasure
2. Interest 7. Joy
3. Suprise 8. Hope
4. Happiness 9. Affection
5. Delight 10. Excitement

Branded games have the unique ability to harness all ten of these emotions on one easily sharable platform. Through the use of high score tables and leaderboards, branded games naturally evoke a sense of competition, which along with these ten emotions make for the perfect marketing media that sells itself.

As Google’s Head of Strategic Planning, Abigail Posner, puts it, “we’re not just sharing the object, but we’re sharing in the emotional response it creates.”

To find out more about engaging your target audience and increasing brand awareness via branded games why not get in touch with our Chief Merry Maker, Fleurie Forbes-Martin:, +44 (0)1202 204 851 or Head of Business Development, Nick Roberts:, +44 (0)1202 204858.

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